Everyone holds both intrinsic and extrinsic values. However, studies show intrinsic values are more prominent across diverse backgrounds because they are gratifying to pursue. This is why research, led by Common Cause, argues that promoting intrinsic values results in communications that are not only ethical but also more effective.

4. Framing similar values gets results.

Communications should be consistent in their messaging. Framing your message with conflicting values will disengage audiences. So, communicate a coherent set of values.

It is more difficult to pitch a product to consumers who do not want it. This is why many campaigns opt for the “easy sell” approach, often using financial and material incentives. These encourage extrinsic values, which in the long term can hamper sustainable behavior.